5 mistakes of sales in social networks
18.11.2022 11:55
Social media sales require a consistent and coherent strategy. Social media is a place where customers spend an average of 2.5 hours every day. According to the American marketing agency SimplicityDX, almost half of users - 48% believe that it is a great tool for discovering new products and brands.
Social media is a powerful channel to attract customers, despite the fact that the cost of it is constantly growing.
Five main SMM mistakes when selling goods
Be that as it may, sellers often make five main mistakes in promoting products through social networks, which leads to a deterioration in customer experience and a decrease or even no sales
№1. Inconsistent labeling of goods
The first thing that starts trading in social networks is uploading a product catalog. The next step seems obvious: you need to label the products - choose keywords and product names to make them easier to find on social media (# - on Instagram, Twitter, YouTube, @ - on Facebook).
Naming products in posts, even if you do not refer to them directly, significantly speeds up sales and popularity of your store. The customer does not have to spend time searching for the right product "blindly".
However, you can often find angry comments from customers when they cannot find the advertised products in the brand's assortment in the social network. Although almost all sellers tag products with hashtags, it is often done inconsistently.
All products that the buyer found both through the search bar and in advertising publications should be tagged, the full name and preferably the current price should be indicated.
If you have the accounting program Torgsoft, then the goods can be uploaded to the online store or marketplaces, and in social networks give a link to the purchase of this product in the online store. Thus, you can sell the goods without unnecessary (for the client) communication.
№2. Advertising goods that are not in stock
Another big disappointment for customers is when the advertised goods are out of stock. This situation happens when the store does not keep records, and the seller himself does not really know what remains of goods are in stock.
Customers expect products that stores are actively promoting, especially through advertisements, to be available for purchase.
Solution:
Implement an inventory system. Thus, products on Google Shopping, in online stores and on marketplaces will always be indicated in the actual quantity.
The Torgsoft program will automatically notify you about the goods that are running out of stock.
Turn off advertising campaigns in Facebook Ad Manager as soon as the products run out of stock. Save money on advertising existing products that really stimulate sales.
№3. Lack of synchronization of products
Problems with synchronization of products on the website and in social networks happen often. This happens when products are shown as out of stock on social networks, but they are available on the brand's website, and vice versa - when the product is shown as available on social networks, but it is not on the website.
To display the real picture, make sure that new arrivals of goods are entered into the accounting program and correctly synchronized with the catalog on the site. After posting the goods, the smm-manager can create a post and advertise such goods in social networks.
№4. Inconsistent promotions
Nothing disappoints customers as much as overpaying for goods - the price must be consistent across all sales channels used by the store. Many marketing tests show that differential pricing actually irritates customers and causes a strong backlash.
Prices for goods in social networks often do not correspond to retail prices in online stores, in cases if:
- the seller did not revalue the goods in the accounting program in time, transferred the goods at a discount to the online store, and left the positions in social networks unchanged, with the old inflated price;
- you do not have an accounting program, seasonal promotions, for example, "Black Friday", are quickly added by the manager manually to social networks, but are not synchronized with the online store, where prices are usually static.
Managing one or more stores, synchronizing them manually, without an accounting system, requires effort and financial costs to pay managers, so most brands refuse to sell online.
Even if you fail to achieve the desired effect from a seasonal promotion in social networks, try to be consistent - use social networks as an advertisement for your promotions and sales. This way you will increase website conversion and customer loyalty to your brand.
№5. Complicated ordering process
SimplicityDX research shows that 71% of online shoppers prefer to place an order on brand websites rather than conduct multi-stage correspondence on social networks. In particular, if customers have to return the product on social networks, only 17% are ready to buy again through this channel. The reason is complicated or time-consuming registration and return of goods.
Conclusion
Given the fact that traditional offline shopping is losing its relevance in the current realities, social networks are becoming a place where customers come to communicate and where they discover new brands, novelties and products.
How to combine sales on social networks and websites? The best solution is to showcase the product on social media and provide a link to a quick purchase in the online store.
For store owners, social media is a great opportunity to attract a new niche of customers, provided that you follow a few practical tips:
- Tag all products, write the full name of the goods, article.
- Do not advertise products that are not in stock.
- Synchronize your assortment, prices and promotions with the accounting program.
- Maintain a frank pricing policy - prices on all sites should be the same.
- Redirect customers from social networks to your store website to make purchases.
Thank you for your feedback! It will be published after being reviewed by a moderator.
Related articles
-
20.03.2026
Systematic price management: discount policy, wholesale prices and customer segmentation
How to manage prices in Torgsoft: customer segmentation, price levels, discounts, staff control and profitability analytics
-
20.03.2026
Why discounts kill profits: 6 steps to protect price and retain customers
How to avoid the discount trap at Torgsoft: bonuses instead of discounts, margin protection, personnel control and profitability analysis
-
17.03.2026
How to buy a barcode?
How to get a barcode for a product: who needs GS1, how much does it cost, what documents to submit and when will an internal code be enough
Go back to the previous step
Так